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The Technical Role in Marketing

August 29, 2016

I was doing an audit of the Leading Results blogs, and to my horror I found that I had started a four-part blog series last year – and never completed it. I had been binge watching Mad Men and decided to look at how marketing has changed over the years. 

To get caught up, read Marketing Overload and The Second Critical Role on Your Marketing Team. The series also looked at the roles that are crucial to running a marketing department that actually generates leads.

So here is part three:  The Technical Role in Marketing

Marketing: the Old Way

Back when Mad Men was produced, there were 5 standard ways of marketing:

roles in marketingIt was easy to put together your marketing calendar, write your copy, and hope that it brought you business. You had to be creative and build loyalty and emotion. The way to tell if these technologies were working was, “Is the phone ringing?”

While you still have to be creative and build loyalty and emotion, today’s marketers are inundated with different technological ways to get their stories out – more ways than I can name in this blog.

Marketing: the New Way

However, here are a few of the tools you may want to sort through:

As I mentioned, it would be impossible to cover every tool available – for a more comprehensive list, check this out.

How This Affects You

The point of sharing all of this is to say that, as marketers, we have a plethora of tools to choose from and learn how to operate to do our jobs today. The person who runs your marketing needs to decide which of these tools are best for your business; once they choose, they have to become experts in their use. Then, you have to consider the cost of using all of these tools – typically, you’ll need to budget between $500 and $3,000 a month depending on your goals.

Making Your Marketing Accountable eBook

Wow! If you look at the cost of the roles in the past few blogs, you’re looking at $150,000 a year for a strategist, $75,000 a year for a content writer, and around $21,000 for tools. So, cost of marketing – without someone to execute it – is around $246,000. This is still by far less than TV, radio, and magazine advertising combined (like the good old days, adjusted for inflation), but most businesses couldn’t afford to do what it took to market in the old channels.

To conclude this series (check back next month!), I’ll talk about executing the strategy with the content and the tools.

Is this starting to sound like more than you can handle? Consider an outsourced marketing department – like ours! Or read our blog regarding it. 

Topics: Marketing

Laura Lorenz
Written by Laura Lorenz

My goal is to help businesses gain more customers through better marketing. I work with you to create lead generation programs that allow your prospects to move gently along the know, like, and trust path at their own pace. I will enable you and your team to entice fully-qualified prospects to reach out to you. As a Duct Tape Marketing Consultant, I work within the confines of a system, creating fixed steps, documenting and duplicating each step, so that I am able to quickly build foundational components. The focus then moves to operating and innovating the system. That's where the real magic lies. I work with my clients to create a strategy to get found and the tactics to do that, a complete marketing plan. My clients are small to medium size businesses that have become frustrated with their inability to "go to the next level." They value professional assistance.

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